Creative Minds: Anthony Cassidy is waiting for a chance to set an ad to a Louis Prima soundtrack

Name: Anthony Cassidy

Place of origin: London, England

Places lived and worked: Manchester, England; London, England; Barcelona, Spain; Palma de Mallorca, Spain; Sydney, Australia; Melbourne, Australia

Pronouns: He/him

CV:

• Creative director, Clemenger BBDO, Melbourne, Australia, 2024-Present
• Creative director/brand consultant (Freelance), London, UK. 2021-2024
• Brand creative director, Marks & Spencer, London, UK. 2019-2021
• Creative director, Arcadia Group, London, UK. 2016-2019.
• Creative director, Portas Agency, 2013-2016.
• Associate creative director, Studio Woo, Sydney, Australia. 2013.
• Head of creative, Yellowdoor, London, UK. 2010-2013
• Art director, EMAP, London, UK. 2003-2010.
• Art director freelance, Palma De Mallorca, Spain 1998-2003.
• Graphic designer, Spoken Image, Manchester, UK. 1995-1998.

1. How did you end up being a creative?

I wasted (so my teachers told me) my school life drawing. I didn't know anything else.

2. What’s your favourite piece of work in your portfolio?

A difficult question because as a creative I'm one of those who hate looking back at old pieces of work. I always wanting to look at what's next; not what I've done. However, if I must, I'd say the relaunch of the M&S brand. A name that had struggled for years to establish itself as a credible style option on the British high street. This campaign was the turning point in that journey for them.

3. What’s your favourite piece of work created by someone else?

I'm a fan of keeping it simple. Beautifully executed work but with heart and energy. In 1998 GAP landed their 'Khaki Swing' campaign and I've spent my career wishing I'd done it. It's a brilliant spot and I'm still determined to create something, anything, to a Louis Prima record one day.

4. What’s on your bucket list?

I've never had a bucket list. I've been lucky enough to see a lot of the world and try a bunch of stuff. I also have a healthy respect for my own safety and relate bucket lists to doing unsafe shit.

5. Who do you most admire?

People who are unashamedly themselves and don't care what others think. Not an easy thing to be.

6. Tell us about the worst job you ever had.

Working in an insurance call centre. I had to wear a shirt and tie!

7. Do you have any secret or odd talents?

I'm an incredible dancer, like…mind blowing.

8. What’s your favourite music, film, or TV show of the past year, and why?

This is the bit where I'm supposed to sound cultured and interesting isn't it? But I'm a creature of habit. I have to go and see The Flaming Lips live every year, otherwise I consider the year a bit of a dud.

9. Tell us about an artist (any medium) that we’ve never probably heard of.

George Shaw. A painter from Coventry who uses enamel paints to paint mundane post-war architecture of the city. His work is beautiful in every way.

10. Tell us about a charity or cause you think needs more attention?

Air ambulances the world over are very underfunded. It's a cause close to my heart for personal reasons. My 80-year-old dad did a parachute jump to raise money for the ones in the UK. While this is brilliant, octogenarians shouldn't have to throw themselves out of planes because governments won't do the right thing.

11. Do you have a nickname? How did you get it?
AC. Because I have unimaginative friends.